True Value launches new retail paint strategy

April 2, 2008

True Value has announced it is partnering with Dutch Boy and Pratt & Lambert in the launch of a new retail paint strategy designed to offer consumers a wider selection of nationally branded paint products.

These brands -- along with True Value’s EasyCare and Weatherall proprietary brands -- are part of the co-op’s “Color Center,” a specially designed paint inspiration center and a major component in the heavily promoted Destination True Value retail format.

“True Value will become the paint destination that DIY enthusiasts want to shop,” said Carol Wentworth, vp-marketing. “Most consumers cite selecting color as the most challenging part of a paint project, and the new Color Centers help make that process easier and more enjoyable.”

To meet market needs, True Value offers two Color Center size options -- an eight-foot center or 12-foot center that includes idea and trend cards. More than 600 True Value retailers already have Color Centers in their stores, a number the co-op estimates will grow to 1,000 by the middle of this summer.